Speakers

Nuno Alexandre is a seasoned FMCG commercial leader and recognized Revenue Growth Management expert, with a strong track record of building RGM muscle across global, regional and local markets. He currently leads Foods RGM globally at Unilever, while connecting it with the broader set of commercial disciplines including Route-to-Market, in-market execution, customer strategy and commercial transformation. Across Unilever, The Coca-Cola Company and Deoleo, Nuno has developed a distinctive ability to turn strategy, analytics and market insights into tangible, measurable, profitable growth — helping organizations make sharper commercial choices and build capabilities that scale. 

Dr. Esther Lefay is a transformation-driven leader who has spent her career turning complexity into clarity and strategy into growth. From engineering roots to shaping global pricing strategies across leading energy companies, she has built a reputation for challenging the status quo and empowering teams to think differently. A certified coach and advocate for sustainable, inclusive leadership, Esther blends analytical precision with a deep belief in human potential – helping organizations not only grow, but evolve. 

Anna Fastishevskaya is Commercial Finance Director (EMEA) at Eaton, leading large-scale pricing and commercial transformation across complex B2B markets. She focuses on turning pricing into an enterprise decision system by redesigning governance, decision rights, and operating models to improve speed, discipline, and margin performance. Her work spans both flow pricing and project/system deal governance, supported by the build-up of a Pricing Center of Excellence. Anna partners with senior leaders across Sales, Product and Customer marketing, and Finance to translate strategy into executable commercial decisions, particularly in volatile environments where profitability depends on strong leadership, clear accountability, and consistent execution.  

Loon Spielmann is a leader and keynote speaker in Pricing and Competitive Intelligence, with over 20 years of experience as a pricing practitioner in multinational companies. As Vice President of Pricing Strategy at Bosch Rexroth, Loon leads global pricing teams within a hybrid centralized-decentralized matrix, driving an exciting journey to elevate pricing maturity and deliver collaborative impact. Throughout his career, he has championed modern approaches and award-winning programs that successfully transformed how organizations approach pricing and intelligence, empowering cross-functional teams to act on insights with confidence 

I hold a diploma in International Business Administration with a major in International Strategy and Management Accounting.  

I began my career as a Plant Accountant in Germany before moving to Belgium, where I advanced to Global Product Line Controller. Later, I expanded my expertise as Global Risk Manager for non-hedgeable commodities and foreign exchange, followed by leading Integrated Business Planning for multiple business units. 

Daniel Cho is the Head of the Strategic Pricing Centre of Excellence for Philips Healthcare, a €14B global business. Daniel is passionate about Value-Based Pricing and Selling and about leveraging advanced Insights and Analytics to empower business and pricing leaders in driving sustainable and profitable growth.  Before leading Pricing, Daniel held roles in management consulting, sales development, product management, and marketing intelligence, and has been a long-standing advocate for competitive intelligence within the company. 

With ten years of experience in pricing and commercial excellence roles across industries, Robin builds and scales data-driven organizations while elevating revenue and profit. His passion includes strategic pricing, data intelligence, commercial models and monetization, negotiations and sales capability building, among others – all contributing to long-term value creation. 

Paul van Keulen is the Director of Pricing, Tools & Strategic Projects at Center Parcs Europe, where he leads the Pricing and System Coordination teams and drives key strategic initiatives. With 15 years of experience in pricing across the retail, e-commerce and hospitality sectors, Paul has built a distinguished career transforming pricing capabilities and delivering commercial excellence for leading European brands. 

Prior to Center Parcs, Paul served as Manager Pricing at Jumbo Supermarkten, where he implemented pricing strategies for one of the Netherlands’ largest supermarket chains. Before that, he held the position of Manager Pricing at Coolblue, creating competitor and value-based pricing strategies for the prominent e-commerce retailer. Paul began his pricing career at Media Markt – Saturn, progressing from Pricing Analyst to Pricing Manager, where he developed and implemented a comprehensive new pricing strategy across all stores and online channels, leveraging extensive data analysis and consumer research. 

Cecilia Mallen is a global leader in Revenue Growth Management and consumer‑centric strategy, with a track record of shaping value, pricing, and portfolio strategies across PepsiCo and AB InBev. As International Consumer RGM Strategy Director at PepsiCo, she integrates consumer insights into strategic planning, affordability, and premiumization to unlock sustainable category growth. Previously, she led global RGM pricing strategy, scaling playbooks across 29+ markets and driving cross‑functional integration to deliver measurable business impact. With deep experience across Europe, Mexico, and the UK, Cecilia is recognized for advancing RGM capabilities and enabling growth beyond pricing through holistic, consumer‑led strategies. 

Hasan Guliyev is a Senior RGM Leader specializing in solving complex commercial challenges by bridging data-driven strategy with behavioral design. Currently leading Revenue Growth Management for the German market at Kenvue, he has spent nearly a decade architecting high-impact commercial turnarounds within the FMCG sector. Combining a background in behavioral economics and finance, Hasan translates deep market data and shopper psychology into sustainable P&L growth. A keynote speaker at global RGM forums, he is a leading voice on optimizing commercial decision systems to navigate polarized markets. 

Chiel Messelink is Manager Pricing & Promotions and management member of GAMMA, operating as a Pricing Strategist and Commercial Manager. Responsible for pricing & promotions, promotional stock, and GAMMA’s commercial performance, with a clear focus on delivering customer value while driving revenue growth, strong margins, and sustainable results. 

I am a commercial strategy leader with over 10 years of experience driving revenue growth, commercial excellence, and transformation across entertainment, retail, hospitality, and transportation. Currently Manager Commercial Strategy at Stage Entertainment, I lead initiatives spanning commercial intelligence, revenue management and pricing, distribution ,and marketing effectiveness to accelerate ticket sales and profitability. Previously, I held senior commercial strategy roles at HEMA, Choice Hotels, and Thalys, where I delivered growth through data-driven decision-making and customer-centric strategies. I am passionate about turning complex analytics into actionable business decisions that create sustainable revenue and profit growth. 

Florence Brunet is Head of Pricing at EQUANS, with extensive experience across telecom, events organization, energy, and service industries within complex, matrixed multinational environments. She specializes in turning pricing into a strategic lever for profitable growth, combining value-based pricing with advanced techniques such as customer segmentation, willingness-to-pay analysis, and elasticity testing. Florence has led multiple initiatives to enhance business profitability and strengthen margin resilience across the full contract lifecycle. She focuses on aligning commercial, finance, and operations teams to improve price execution. Passionate about augmented pricing, she leverages data, AI, and governance to build better decisions and reinforce teams’ confidence in the value they create. 

Nazar Lukasevych is a Head of Fair Pricing Competence Center at Hilti, a global leader in providing technology-leading products, systems and services to the worldwide construction industry. With a previous experience in business education, advertisement and telecom, Nazar has joined Hilti in 2010. Since then, he has held several marketing and pricing roles on a local, regional and global levels in Ukraine, Liechtenstein, Czech Republic and Germany. Nazar and his team in a Fair Pricing Competence Center are scaling Hilti’s Fair Pricing strategy globally, developing and implementing global pricing solutions for better pricing decision making and streamlined pricing governance. 

Christian Schanz is Head of Global Pricing and Condition Management at MAHLE, where Christian is responsible for shaping global pricing strategy, governance, and capability development to enable sustainable, profitable growth. With a leadership background spanning pricing, analytics, data management, and digital transformation, Christian has held several senior global roles across the organization. This combination of commercial acumen, strategic perspective, and data-driven expertise positions Christian at the forefront of modern pricing excellence. At the conference, Christian will share practical insights on how companies can strengthen pricing performance, build scalable capabilities, and create lasting business impact in increasingly complex markets. 

Ajay Ahuja is a Product Owner and Revenue Growth Management (RGM) leader with 20 years of experience in FMCG across pricing, trade investment, promotion optimization, and analytics. He is passionate about building data-driven commercial capabilities that unlock sustainable profitable growth. Ajay leads development of advanced RGM tools and analytics, including RGM Navigator, enabling enterprise-wide decision-making and scenario simulation. He partners with global and regional teams to embed value-based pricing, improve margin transparency, and strengthen commercial execution. 

Outside work, Ajay enjoys travel, food, music, and nature, and values time with his young family, which keeps him grounded and curious about everyday consumer decisions across FMCG and beyond. 

Madhushruti Roy is a commercial leader with deep expertise in Revenue Growth Management, portfolio management, and AI-enabled business transformation. She is focused on driving sustainable growth, with a strong emphasis on long-term margin improvement and shareholder value creation. Her strength lies in translating strategy into disciplined execution on the ground. She is outcome-focused, performance-driven, and committed to aligning teams and priorities behind measurable delivery. 

Madhushruti is a people-first leader who believes in nurturing the talent and bringing others along on the journey. She is also a keynote speaker at leading pricing events and is passionate about building businesses with purpose. 

Coco van de Goorberg-Vugs is Head of Revenue Growth Management Western Europe at Philips. 

She has held senior commercial roles across Sales, Marketing, and Pricing, giving her a broad perspective on how commercial strategies translate into market execution and financial impact. 

Her work focuses on turning market, customer, and financial insights into sharper choices that strengthen growth, margin, and execution. 

At the RGM Summit, Coco will share practical perspectives on optimizing channel, trade, and promotion strategies to drive sustainable, profitable growth. 

Senior FMCG executive with 20+ years’ experience across Europe and APAC, delivering topline growth, transformation and P&L performance. Led strategy and revenue growth for a £1bn+ business at Diageo and served on the executive leadership team of Imperial Brands Australasia. Expertise in commercial Strategy & value creation, Commercial Excellence, Revenue Growth Management, Business Planning and Category Strategy. 

A results-driven strategy professional with over 14 years of experience, I specialize in maximizing profitability through value-based pricing, advanced sales analytics, and strategic procurement. As Global Pricing Specialist at Cavotec, I built the company’s first pricing function from scratch, driving margin growth and corporate governance. As an expert power-user, my advanced Excel and VBA automation skills transform complex data into sophisticated dashboards and price corridor tools that optimize commercial decisions. Bridging this analytical edge with the future of pricing management, I am now integrating AI capabilities and AI-driven tools to develop next-generation, data-forward pricing strategies. 

Carlien Crol is a senior finance leader with 15+ years of FMCG experience shaping strategic commercial decision‑making through Revenue Growth Management. As RGM Director Europe at Bacardi, she leads the integration of pricing, promotion, price pack architecture, mix, and trade investment into everyday decision‑making, strengthening P&L delivery across markets. She is recognized for turning insight into action, aligning leaders and teams around value creation, and embedding RGM as a mindset that drives sustainable growth. 

Andrés is a executive with over 15 years of international experience across strategy, sales, marketing, and supply chain. He has held leadership roles in Kenvue (formerly Johnson & Johnson), Kimberly-Clark, Unilever, and Deloitte. 

Currently serving as Global and EMEA Head of Revenue Management at Kenvue, Andrés leads a cross-regional team focused on pricing, portfolio, and promotion strategy. He previously served as Director of SC Strategy EMEA, where he led the operational separation of Kenvue from J&J. 

Amongst his prior experiences, Andrés has been regional RGM lead for Europe in several companies, managed a business of over €1.3B in Brazil, acted as Chief of Staff of regional CEO, and worked as a consultant specializing in M&A.  

Andrés holds master’s degrees in Industrial Engineering and a masters in Automation Engineering, he is fluent in four languages and passionate about coaching and cooking. 

Pedro is a professional with several years of work experience in Strategic Pricing and Revenue/Yield Management at worldwide companies from Industrial Engineering, Travel & Leisure, Food & Beverage and Transportation & Mobility markets. He holds a bachelor’s degree in Industrial Engineering and MBA degree in Technologies for Business: AI, Data Science and Big Data. Pedro is one of the co-authors of the book “Pricing Architects” and he writes a monthly column about Pricing Strategy and Technology for the Aprix Journal. Pedro also participated as a speaker in several events from organizations such as the Professional Pricing Society and European Pricing Platform. Currently he is working as Group Pricing Director at HBX Group, a leading B2B TravelTech ecosystem player. 

Dr. Ian Tidswell has worked exclusively in B2B pricing for almost 25 years, as a consultant, leader, and mentor in global 1000 companies across many industries, and most recently with a focus on high-growth, innovative startups and scale-ups.  His focuses on helping innovation team with practical, sustainable tools that can help structure and price exciting, unique products at all stages of their maturity.   

I am a Pricing and Revenue Management fanatic with a deep passion for Machine Learning tools and Artificial Intelligence applications, I have been working in pricing for almost my entire career; starting in dynamic pricing at Booking and progressing towards different spaces in manufacturing and luxury. 

I started to build Pricing Intelligence applications during my tenure at Hertz and I kept refining them during my management experiences at Brompton and Stella McCartney, these projects helped me to understand the value of data in building Data driven strategies oriented to exploit Value based Pricing. 

Xavier is a commercial leader in the consumer goods sector with extensive international experience in Revenue Growth Management and sales excellence. He currently leads sales strategy for Iberia at Kimberly-Clark, after holding global RGM roles where he defined and implemented pricing and growth plans across more than 20 markets. With a background in strategic consulting, he combines strong analytical capabilities with hands-on commercial execution. Specialized in pricing, trade promotion, and route-to-market strategies, Xavier focuses on driving sustainable growth by effectively connecting strategy with execution. 

Commercial leader recognized for achieving profitable growth by scaling pricing and go-to-market capabilities, successfully integrating digital solutions. Ekaterina combines B2B industrial leadership at Henkel, Schneider Electric, Steelcase with consulting expertise from Simon-Kucher & Partners and an entrepreneurial track record, bridging strategy with hands-on execution. 

Nikhil has around 20 years of B2B experience across both online and offline channels in different industries and different countries. He holds an engineering degree and an MBA. He pivots his career around numbers, people, and stories. Currently he is leading pricing at Viking Direct Europe. 

Dr. Steve Laborda is the Founder of Valuebizbooster, a consultancy specializing in Commercial Excellence, Pricing, and Value Selling for B2B chemical and industrial manufacturing companies. Through consultancy, training, and coaching, he helps organizations improve profitability by strengthening their value creation and value capture capabilities. 

With more than 20 years of experience spanning R&D, sales, marketing, and commercial leadership, Steve brings a unique combination of strategic insight and practical implementation expertise. He is an internationally recognized consultant, trainer, coach, keynote speaker, and author of Master the Art of Value-based Selling. 

Steve regularly facilitates executive discussions, industry roundtables, and the B2B Virtual Coffee community, bringing together commercial leaders to exchange best practices on pricing, sales, marketing, and commercial transformation. 

As a moderator, Steve is known for asking insightful questions, encouraging engaging discussions, and connecting strategic topics with practical business applications. His expertise lies in helping organizations navigate market volatility, pricing pressure, and competitive challenges while building stronger commercial capabilities. 

With extensive pricing experience across industries, I serve as Strategic and Operational Pricing Lead at Keller & Kalmbach GmbH, an international B2B wholesaler in the fastening industry. 

My background combines an engineering degree from TU Munich, an MBA from St. Gallen, international experience in Japan and the US, and CPP certification to develop and implement effective pricing strategies. 

Sandeep Mathew is a Revenue Growth Management expert with nearly two decades of experience across global CPG. As Ex-Global Director for Brand Revenue Management at Unilever, he led RGM strategy and deployment across a $60bn business, delivering €700M in incremental revenue. Based in the Netherlands for much of his Unilever career, he has deep familiarity with the European retail and commercial landscape. Since leaving Unilever, Sandeep has worked as an independent consultant partnering with leading CPG companies and consulting with Bain & Company on RGM strategy across Asia and globally. He recently chaired the EPP FMCG/CPG RGM Forum Asia 2026 in Singapore. 

Federico Boccardo turns pricing into P&L outcomes. As Commercial Excellence Lead for Cargill Agriculture & Trading EMEA, he is shaping and delivering on the CommEx agenda inside one of the world’s largest commodity traders. Over 16+ years across Cargill and Aliaxis, his pricing and go-to-market programs have unlocked more than 130$m in incremental EBITDA. A Certified Pricing Professional and EPP-Certified Pricing Manager (2016), he has led global teams, lectured on strategy and pricing, and coached senior leaders through change. His view: pricing only sticks when commercial discipline, data, and sales behaviour advance in lockstep. 

Ilia Keshishev is a senior commercial leader with nearly 15 years in FMCG, specializing in Revenue Growth Management at scale. As Global RGM Lead at Danone, Ilia strengthens global RGM capability with a focus on mix management, promotion optimization, and the core enablers that turn analytics into execution. Across multiple large business units in highly volatile, competitive markets, Ilia has delivered sustained, profitable growth while building high-performing RGM teams and elevating commercial excellence.

He believes RGM is not a function – it’s a mindset: a practical way of thinking that connects everyday decisions across functions to disciplined, repeatable profitable growth.

Jacob has over 15 years of experience working with pricing in large multinational B2B companies. He specializes in designing pricing concepts and implementing pricing software to enable value-based pricing across global markets and diverse sales channels. Prior to focusing on pricing, Jacob held roles in finance and sales, giving him a broad commercial perspective.

In his current role, Jacob leads a global pricing team at Danfoss, driving price optimization strategies that support business growth worldwide. He holds a Master’s degree in International Business from Aarhus University and has been a Certified Pricing Professional since 2018.

Olivier Dallemagne combines 19 years of strategy consulting with 14 years in commercial and pricing leadership. A former BCG Partner in Marketing, Sales & Pricing for Industrial Goods, he is now Founder and Managing Partner of RGC Consultants. Olivier helps B2B companies build lasting pricing and commercial capability across the organization — moving from one-off wins to embedded fundamentals in preparation, contract design, pricing optimization, and governance. His focus is on transformation that sticks developing the skills, disciplines, and governance that let teams sustain value creation on their own, end to end. Across organizations of different sizes, this approach has delivered measurable margin improvements and, on the largest industrial deals, value creation reaching hundreds of millions.

Raphael brings a strategic and cross-functional perspective to commercial and Pricing challenges, built through a broad background across industries and a strong focus on the medtech sector.

His experience spans country, EMEA, and now global roles, combining business management with expertise developed across sales, marketing and therapy development.

Within Medtronic, after starting in Surgical, he held Pricing and Contracting responsibility in Italy and then EMEA Strategic Pricing roles across Cardiovascular and Diabetes. Raphael is now contributing at global level within the Cardiovascular portfolio.

Prior to Medtronic, he worked in the industrial sector and in strategy consulting.

Pieter Valcke is a Senior Manager in Deloitte’s Commercial Strategy and Analytics practice with 12+ years’ B2B pricing, sales performance and commercial analytics experience. He helps B2B clients turn pricing into real‑time commercial decision engines by combining price architecture, advanced analytics, contract controls and market signals to enable value‑based selling and effective discounting. Pieter has led global price and discount programs across chemicals and discrete manufacturing and previously served as a pricing manager within a global manufacturing environment.